The writing's on the wall...the video wall!

What happens when an established technology solution provider partners with an experienced multimedia content solutions provider to leverage a dynamic medium? Well, you get a communication product that demonstrates how a well planned content strategy can open up hitherto unexplored possibilities with a medium. And this is exactly what happened with the Prestige Video Wall project executed by Bangalore based PROFX, which offers advanced audio-video solutions, along with Foresee, a well established film and new-age media communications company based out of Bangalore. Installed for leading real estate brand, the Prestige Group, at their Infantry Road office,'The Falcon House' in Bangalore, the video wall has been labeled as the best in the country by Panasonic.

A strategic communication solution

The idea behind the project was to showcase all the Prestige projects in a manner that would grab the attention of customers walking in and those passing by. This was achieved using a huge 25 (h) by 15 (W) feet video wall consisting of 36 screens and in a way that combined the flexibility offered by the web with the dynamism offered by video.

Says Manmohan Ganesh, CEO, PROFX, "Prestige needed to communicate something in their lobby which would make an instant impact and we realized that a mere panel with a boring message would not serve the purpose. For the communication to be effective, it was important to use the medium in the right manner. So we decided to offer a complete package including the content management and this is where we associated with Foresee who we have known for more than 15 years.”

What makes the video wall particularly exciting is the dynamism and the strategic use of communication. Not only was it about doing something big on a screen but also about using an intelligent solution that offered a complete experience with thematic messages and which could be programmed to go off automatically at a certain time.
 
Says Balchander Gandhekar (Bala), MD, Foresee, speaking about the project, "We graphically created a video wall system and showed the way the images can appear on the screen. The key is to manipulate the software to offer a viewer experience. The idea is to communicate something on a space which offers scope for multiple communication. And, it's the sheer variety here that makes it exciting; it's got stills, videos, motion in text, motion in stills, in effect,   amazing graphic elements .”

Collaborative effort - The key  

In a project such as this, the right partnership and the coming together of varied expertise plays a crucial role. In this case, PROFX being an experienced player in offering intelligent technology solutions could advise the client on the right use of software and hardware, while Foresee, with many years of experience in new-age media solutions, came with an understanding of both the technology and the medium which led to a seamless content strategy.  But most important of all, was a client open to suggestions and to exploring possibilities offered by the medium. As Bala says, "It is very exciting when a client has the vision to exploit a medium like this. Ultimately it is not about a great idea, or thought process, but about appreciating the medium.” Agrees Manmohan, "We were lucky to get a client who not only listened, but also took our suggestions on giving the perfect experience.”

The challenges

Well, executing the project was no mean task, coming as it did with its own set of challenges.There were different aspects that needed attention. To begin with was the challenge of having a wall or a structure that takes on that kind of weight (the video wall weighs 2.5 tonnes) . Besides, there were aspects like connectivity, heat management, maintenance, ventilation, brightness etc. So the team had to come up with an engineering solution that took care of all that. It also involved a lot of other finer detailing like the lines between the screens, which had to be narrow, the amount of space it could take up, etc.

Selecting the right video wall

The key to a video wall communication system is also the selection of the right screen. Sharing insights on this, Manmohan adds, "Most people think that having multiple TVs makes for a video wall. It does not. Typically a video wall is about a certain ratio so that a single image can be displayed across multiple screen in the right proportion. Also, a video wall is designed to be kept on for multiple hours, whereas a standard TV is not meant to be kept on for 12 hours a day. Brightness is another factor. People who use it only in controlled environments or only in the night can go for low brightness screens. So depending on the usage, we suggest the right video wall. Other deciding factors are the thickness of the edge and the screen; the thinner the edge and the screen, the more expensive it is. Of course, there are many brands and there is cost variation, but we are very cautious about the brand we recommend, which we do based on quality and not the price, since we also take up the responsibility for after-sales service ."

Video wall as a digital communication tool

In effect, the Prestige video wall showcases the possibilities offered by the medium. As Bala says,  "Each media has got its own mode of communication, strategy and language. Also, anybody can buy technology, but the value addition comes in the form of how well you manipulate the content to make it exciting. Today what is lacking is the ability to manipulate the medium with the right content and that is what we have shown in the Prestige Video wall project .”

He further adds, talking about the prevalent misconceptions that deter the growth of a digital medium such as the video wall, "People think it's very expensive, but it's not in the long run if you look at what you can do with it. Its' got flexibility, it's dynamic, it enhances the whole environment, it keeps the audience engaged and it can be used with multiple media. It is a one time investment . But there is a lack of understanding of the medium and its value.”

Agrees Manmohan, "I think a lot of people in India still don't see the value of using digital signage . It is also being used mainly to convey tactical messages like offers and not being used for brand building or showcasing a lifestyle on a big screen. But just giving tactical messages will not work in the long term.."

Well, despite these deterring factors, the fact remains that video walls and other digital signage communication devices are an indispensable aspect of future communications, given the right content strategy and the right understanding of the medium, as the Prestige Video wall amply demonstrates.